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Moving from single channel execution to cross-channel optimization


Over the last decade, the advent of social media, the proliferation of smartphones, tablets and new devices, and access to limitless data regardless of location have led to the always-on, connected consumer. As marketers, we’ve also evolved from a one-way broadcast model to engaging our customers in conversation with the goal of bringing email, social, mobile, search, display, print and other critical marketing touch-points seamlessly together.

As our marketing sophistication evolves, we strive to move from the optimization of each of these individual channels to optimization across channels, and then to the understanding that at the receiving end of each of the digital marketing channels is a customer with very specific preferences.

Managing this is not easy. Through this webinar, learn key strategies and technology that can manage Big Data, provide insight into customer segments, and generate and measure coordinated and timely campaigns across marketing channels.

This webinar will discuss:

  • The sharp distinction between multichannel versus cross-channel marketing
  • Key steps and strategies to move toward full cross-channel optimization, regardless of where you are today
  • Barriers to cross-channel marketing and how to break down marketing silos
  • How to effectively integrate and manage Big Data into your marketing ecosystem
  • The importance of accurate response attribution to measuring cross-channel marketing effects


About the Presenter:

Ed KowalskiEdward Kowalski

Edward Kowalski is a principal consultant for Experian Marketing Services with over 18 years of experience in customer experience design in marketing for the Retail, CPG, Healthcare and Travel and Entertainment industries.  The strong combination of Edward’s deep industry knowledge coupled with his senior relationship building skills and solutions-based, consultative approach allow him to strategize with leading brands on new product ideation, development, and management as well as go-to-market strategies and execution that will positively impact the bottom line. Throughout Ed’s career he has been known to venture out as an entrepreneur where he successfully launched two start-up companies including Entrance Ramp and Mobile Barista.

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